Sue (Lee) McDaniel

Experience

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  Freelance Designer

  Jan 1991 - Jan 1993

  Freelance Designer, Sue Lee

  Sun Rype Foods, Caboodles, BC Tourism, Brights Wines, Red Deer College Press,Movie Industry Storyboards, Pacific Symphonic Wind Ensemble, Fabric Design

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  The Design Kitchen

  Jan 1994 - Jan 1995

  Co-Principal / Designer

  Clients: Canadian Craft Museum, Riesco & Lapres Interiors

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  Koo Creative Group

  Jan 1995 - Jan 1996

  Designer

  Clients: Save on Foods: Packaging design for private label lines Western Family and Western ClassicOakridge Mall: Developed seasonal campaigns / Billboards, Direct Mail, PrintWest Coast Express: Designed launch material of transit system• Gained extensive knowledge about packaging design and various production processes• Designer for telecom and tech based sales collateral.• Packaging Illustration

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  Young & Rubicam

  Jan 1995 - Jan 1996

  Designer / Art Director

  Clients: BC Ford & Mercury Dealers, London Drugs

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  Nike

  Jan 1997 - Mar 1998

  Art director / Designer

  Design and art direction of sales collateral and environmental signage. Extensive on-body and off-body product photo direction for Nike Image Bank used for worldwide in-store applications & brand collateral• Large scale conceptual direction for photography• Design of international direct mail, in-store environmental graphics and sales material• Developed team leadership for positioning a retail brand on a global scale• Contributed to global asset management system

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  Orange Retail Branding

  Apr 1998 - Sept 2011

  Creative Director / Owner / Design Lead

  Specialized in retail brand experiences. Developed brand presence instore and online through signage programs, POS, print packaging, sales collateral, website design, e-commerce and online marketing. Clients include: Nike, Canada Post, Gentlefawn Clothing, Lucy.com, Mainframe Entertainment, Flosport Clothing, FreshCo Supermarket (rethink),Sevenoaks Mall (JFC), Readers Eyewear, Stephane De Racourt Shoes, 'Zaw artisan pizza US, Helly Hansen US, UK & Canada, Ryders Performance Eyewear, Prospera Credit Union, Bootlegger Clothing, Jack & Lily Footwear, Earls Restaurants.Successes:• Owned & operated boutique size design studio with creative and business development • Earned reputation as Vancouver’s retail sportswear branding specialist• e-commerce brand strategy including online marketing and social media campaigns• Art direction and retail collateral development for global athletic and apparel brands such as Nike, Lucy.com and Helly Hansen• Grew start-ups Gentle Fawn and Flo-Sport Clothing to leading Canadian junior women’s apparel brands• Developed long term brand evolution and instore seasonal campaigns for national apparel chain, Bootlegger (110 stores)• Evolved and maintained brand positioning within existing markets• Worked client direct as well as on inhouse teams • Produced & Art Directed product and lifestyle photography campaigns• Hired & managed creative & production teams Show less

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  VFS

  Jan 2011 - Aug 2011

  Packaging Design Instructor

  Established the course for Package design for the Digital Design department.

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  Smilebox

  Sept 2011 - Mar 2013

  Creative Director

  Smilebox celebrates life's important moments through photosharing and storytelling experiences. Animated mobile app technology for the iphone and a desktop catalogue with 100's of animated design templates for sharing life's everyday moments in minutes.Responsible for defining the animated content style, managing the in-house creative team and the visual/written expression of the brand to assure delightful user experiences for the desktop and mobile Smilebox products. Insure return engagement and deliver on the Smilebox subscription business. Contributed to business revenue, helping grow new sales by 98% YoY since December 2011. Overseeing the content development and performance plan, was responsible in achieving a 15% decrease in cost-per-premium action and hitting delivery targets. • Communicating the details of the creative approach and how it relates to business objectives• Developing mood boards and conceptual direction for the 7 person multimedia content team• Working collaboratively with design, product and technology teams to creatively define delightful product experiences• Using performance data with marketing strategy to define content and brand direction• A caring and genuine management approach• Keen understanding of creative direction for e-marketing best practices and affiliate programs • Solid understanding of web & app design principles, standards and technologies Show less

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  Amazon

  Jun 2013 - Aug 2013

  Art Director, Advertising Design Experience Team

  Art direction and design of innovative advertising experiences for a variety of global brands and strategic internal programs including Amazon Prime, Kindle App of the Day, Kindle Books Daily Deals, and Amazon.com• Scaling internal creative teams• Streamlining content pipeline processes• Affiliate programs

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  Bluetooth SIG

  Jan 2014 - Nov 2015

  Visual Design Lead / Art Director

  Bluetooth technology is a wireless communications technology intended to replace the cables connecting many different types of devices. Bluetooth is the ubiquitous technology used in billions of devices worldwide creating The Internet of Things (IoT) • Providing visual design for Bluetooth online marketing and brand collateral• Creating brand standards and style guide for elevating the Bluetooth brand• Generating engaging online experiences through Bluetooth's web presence• Working with the product team to communicate the improvements with the Developer Toolkit for testing and qualification of Bluetooth technology• Art Directing external resources for consistent brand messaging and Integrating innovations to the brand experience • Providing conceptual storytelling direction for brand videos Show less

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  Microsoft

  Nov 2015 - Jul 2019

  Creative Director, UX

  HCL Technologies brings UX and engineering services expertise under one roof to solve complex business problems. Leveraging an extensive global offshore infrastructure I provide design direction and UX expertise to Microsoft business units within the Digital Marketing and Retail groups.• Internal creative direction for Microsoft web properties and digital marketing being developed through HCL• Work with external agencies to bridge the gap between backend engineering and the front end design processes• Work with offshore teams• Use data to help drive creative solutions• Provide end to end design and development services for Microsoft customers• Work with the product teams to improve and adhere to Microsoft graphic standards and product UI• Integrate new creative processes into the HCL America landscape • Define visual solutions to email marketing and sales collateral Show less

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  T-Mobile

  Jul 2019 - now

  Providing UX design solutions for the T-Mobile for Business (TFB) Account Hub platform with design thinking to improve the business customer’s digital experience. • Works closely with Product and Business teams to manage and improve the UX design processes• Uses data and user testing to inform UX solutions• Creates interactive prototypes and design files• Design QA for adherence to TFB style guide• Deep cross functional knowledge of AHUB with other TFB teams• Staying flexible to the changing org structures post merger Show less Bringing design thinking to improve the customer checkout experience. By creating interactive prototypes and demos, the T-Mobile Payments team has been able to achieve better stakeholder buy in and secure funding for new tools and projects.Dedicated to improving and adhering to a best practices workflow between design and development teams.• Internal creative direction for web properties and digital payment experiences• Art direct offshore teams• Use data to help drive creative solutions• Provide end to end design and development services • Work with the product teams to improve and adhere to brand styleguides and product UI Show less

  • Sr. UX Designer TFB / Account Hub

    Jul 2019 - now

  • Creative Director/UX Design lead

    Jul 2019 - now